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A review of empirical studies on examining the consumers' mobile advertising attitudes between 2000-2011

Yıl 2013, Cilt: 15 Sayı: 1 , 11 - 28 , 01.02.2013

Nevin Altuğ Pınar Yürük

https://izlik.org/JA55ZJ57JN

Öz

Changes in the mobile phone technology and the rapid increase in the use of mobile phones have created a new field both for marketers and advertisers as well as for researchers to reach consumers. Therefore, marketing applications made through mobile phones have become a subject for various researches. In this study, mobile marketing and advertising have been discussed. This paper investigates the theoretical base in the literature about the relations which display “whether the consumers approve the permitted advertising or not, which types of mobile advertising they adopt, which content specifications of mobile adverts affect them most and what kind of attitudes they develop against mobile adverts, besides that it presents a summary of 44 empirical studies which have been implemented between the years 2000-2011.

Anahtar Kelimeler

Mobile Marketing Mobile Advertising SMS MMS Bluetooth.

Kaynakça

  • Akbıyık, A., Okutan, S. ve Altunışık, R. (2006). Mobil Pazarlama Platformlarında İzinli Pazarlama Uygulamalarına Yönelik Tüketici Tutum ve Algılamaları Üzerine Bir Araştırma, 13. Ulusal Pazarlama Kongresi, 25-29 Ekim 2008, Nevşehir, Türkiye.
  • Balasubramanian, S., Peterson, R. A. ve Jarvenpaa, S. L. (2002). Exploring the implications of m-commerce for markets and marketing. Journal of the Academy of Marketing Science, 30 (4): 348-361.
  • Barutçu, S. (2007). Attitudes towards mobile marketing tools: a study of Turkish consumers. Journal of Targeting, Measurement and Analysis for Marketing, 16 (1): 26-38.
  • Barutçu, S. ve Öztürk Göl, M. (2009). Mobil reklamlar ve mobil reklam araçlarına yönelik tutumlar. Karamanoğlu Mehmetbey Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11 (17): 24-41.
  • Barwise, P. ve Strong, C. (2002). Permission- based mobile advertising. Journal of Interactive Marketing, 16 (1): 14-24.
  • Bauer, H. H., Barnes, S. J., Reichardt, T. ve Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research, 6 (3): 181-192.
  • Carroll, A., Barnes, S. J., Scornavacca, E. ve Fletcher, K. (2007). Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand. International Journal of Advertising, 26 (1): 79-98.
  • Chen, Y. ve Jin, X. (2010). Research on Influencing Factors of Consumer Willingness to Accept Mobile SMS Advertising. 2010 International Conference on Management of E-Commerce and E-Government, 23-24 Ekim 2010, Changchun, China, http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=5628719, (07.06.2010).
  • Choi, Y. K., Hwang, J. S. ve Mcmillan, S. J. (2008). Gearing up for mobile advertising: a cross- cultural examination of key factors that drive mobile messages home to consumers. Psychology & Marketing, 25 (8): 756-768.
  • Chowdhury, H. K., Parvin, N., Weitenberner, C. ve Becker, M. (2006). Consumer attitude toward mobile advertising in an emerging market: an empirical study. International Journal of Mobile Marketing, 1 (2): 33-42
  • Dickinger, A., Haghirian, P., Murphy, J. ve Scharl, A. (2004). An investigation and conceptual model of SMS marketing. Proceedings Of The 37th Hawaii International Conference On System Sciences, 5-8 Ocak 2004, Big Island, USA, http://www.keyana.ae/wp-content/uploads/An-Investigation-and-ConceptualModel-of-SMS-Marketing.pdf, (03.03.2010).
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36 (5): 21-35.
  • Haghirian, P. ve Madlberger, M. (2004). A cross-cultural analysis of perceptions of mobile advertising-a survey among Austrian and Japanese students. http://İs2.Lse.Ac.Uk/Asp/Aspecis/20060063.Pdf, (03.03.2011).
  • Haghirian, P., Madlberger, M. ve Tanuskova, A. (2005). Increasing Advertising Value of Mobile Marketing- An Empirical Study of Antecedents. Proceedings Of The 38th Hawaii International Conference On System Science, 3-6 Ocak 2005, Big Island, USA, http://İeeexplore.İeee.Org/Xpls/Abs_All.Jsp? Arnumber =1385296&Tag=1, (03.03.2011).
  • Haghirian, P., Madlberger, M. ve Inoue, A. (2008). Mobile Advertising in Different Stages of Development: A Cross-country Comparison of Consumer Attitudes. Proceedings Of The 41st Hawaii International Conference On System Sciences, 7-10 Ocak 2008, Waikoloa, USA, http://İeeexplore.İeee.Org/Xpl/ Freeabs_All.Jsp?Arnumber=4438752, (26.04.2011).
  • Hanley, M., Becker, M. ve Martinsen, J. (2006). Factors influencing mobile advertising acceptance: will incentives motivate college students to accept mobile advertisements?. International Journal of Mobile Marketing, 1 (1): 50-58.
  • He, D. ve Lu, Y. (2007). Consumers Perceptions and Acceptances towards Mobile Advertising: An Empirical Study in China. Wireless Communications, Networking and Mobile Computing, 2007. Wicom 2007. International Conference On (978-1-4244-1311-9), 21-25 Eylül 2007, Shanghai, China, http://İeeexplore.
  • İeee.Org/Stamp/Stamp.Jsp?Tp=&Arnumber=4340709778, (26.04.2011). Heller, N. E. (2006). Growth of mobile multimedia advertising. International Journal of Mobile Marketing, 1 (1): 41-49. Kaasinen, E. (2003). User needs for location- aware mobile services. Personal & Ubiquitous Computing, 7 (1): 70-79.
  • Karaca, Ş. ve Gülmez, M. (2010). Mobil pazarlama: kavramsal bir değerlendirme. Akademik Yaklaşımlar Dergisi, 1 (1): 69-81. Keshtgary, M. ve Khajehpour, S. (2011). Exploring and analysis of factors affecting mobile advertising adoption- an empirical investigation among Iranian users. Canadian Journal on Computing in Mathematics, Natural Sciences, Engineering and Medicine, 2 (6): 144-151.
  • Lee, C. C., Hsieh, M. C. ve Huang, H. C. (2011). The influence of mobile self-efficacy on attitude towards mobile advertising. Advances in Information Sciences and Service Sciences, 3 (3): 100-108.
  • Leek, S. ve Christodoulides, G. (2009). Next-generation mobile marketing: how young consumers react to bluetooth-enabled advertising. Journal of Advertising Research, 49 (1): 44-53.
  • Li, H. ve Stoller, B. (2007). Parameters of mobile advertising: a field experiment. International Journal of Mobile Marketing, 2 (1): 4-11.
  • Lu, Y., Deng, Z. ve Wang, B. (2007). An Empirical Study on Chinese Enterprises' Adoption of Mobile Services. Wireless Communications, Networking And Mobile Computing, Wicom 2007. International Conference On (978-1-4244- 1311-9) 21-25 Eylül 2007, Shangai, China, http://İeeexplore.İeee.
  • Org/Xpl/Freeabs_All.Jsp?Arnumber=4340672, (26.04.2011). Merisavo, M., Vesanen, J., Arponen, A., Kajalo, S. ve Raulas, M. (2006). The effectiveness of targeted mobile advertising in selling mobile services: an empirical study. International Journal of Mobile Communications, 4 (2): 1-15.
  • Merisavo, M., Kajalo, S., Karjalouto, H., Virtanen, V., Salmenkivi, S., Raulas, M. ve Leppäniemi, M. (2007). An empirical study of the drivers of consumer acceptance of mobile advertising. Interactive Journal of Advertising, 7 (2): 41-50.
  • Muk, A. ve Babin, B. J. (2006). U.S. consumers’ adoption nonadoption of mobile sms advertising. International Journal of Mobile Marketing, 1 (1): 21-29.
  • Muk, A. (2007a). Consumers’ intentions to opt in to SMS advertising: a cross-national study of young Americans and Koreans. International Journal of Advertising, 26 (2): 177-198.
  • Muk, A. (2007b). Cultural influences on adoption of SMS advertising: a study of American and Taiwanese consumers. Journal of Targeting, Measurement and Analysis for Marketing, 16 (1): 39-47.
  • Nasco, S. A. ve Bruner, G. C. (2008). Comparing consumer responses to advertising and non-advertising mobile communications. Psychology & Marketing, 25 (8): 821-837.
  • Nysveen, H., Pedersen, E. P. ve Thorbjørnsen, H. (2005). Intentions to use mobile services: antecedents and cross-service comparisons. Journal of the Academy of Marketing Science, 33 (3): 330-346.
  • Okazaki, S. (2004). How do Japanese consumers perceive wireless ads? A multivariate analysis. International Journal of Advertising, 23 (4): 429-454.
  • Okazaki, S. (2007). Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes and recall. Sex Roles, 57 (11/12): 897- 908.
  • Okazaki, S., Katsura, A. ve Nishiyama, M. (2007). How mobile advertising works: the role of trust in improving attitudes and recall. Journal of Advertising Research, 47 (2): 165-178.
  • Okazaki, S. ve Taylor, C. R. (2008). What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets. Journal of Business Research, 61 (1): 4-12.
  • Peng, B. (2006). Mobile marketing - the Chinese perspective. International Journal of Mobile Marketing, 1 (2): 50-59.
  • Peters, C., Amato, C. H. ve Hollenbeck, C. R. (2007). An exploratory investigation of consumers’ perceptions of wireless advertising. Journal of Advertising, 36 (4): 129-145.
  • Pousttchi, K. ve Wiedemann, D. G. (2007). Success Factors in Mobile Viral Marketing: A Multi-case Study Approach. Proceedings of the 6th International Conference on Mobile Business, 9-11 Eylül 2007, Toronto, Canada.
  • Rettie, R., Grandcolas, U. ve Deakins, B. (2005). Text message advertising: response rates and branding effects. Journal of Targeting, Measurement and Analysis for Marketing, 13 (4): 304-312.
  • Rohm, A. J. ve Sultan, F. (2006). An exploratory cross-market study of mobile marketing acceptance. International Journal of Mobile Marketing, 1 (1): 4- 12.
  • Roach, G. (2009). Consumer perceptions of mobile phone marketing: a direct marketing innovation. Direct Marketing: An International Journal, 3(2):124- 138.
  • Sağıroğlu, Ş. ve Bulut, H. (2009). Mobil ortamlarda bilgi ve haberleşme güvenliği üzerine bir inceleme. Gazi Üniversitesi, Mühendislik ve Mimarlık Fakültesi Dergisi, 24 (3): 499-507.
  • Saran, M. ve Seferoğlu, G. (2010). Yabancı dil sözcük öğreniminin çoklu ortam cep telefonu iletileri ile desteklenmesi. Hacettepe Üniversitesi Eğitim Fakültesi Dergisi, 2010 (38): 252-266.
  • Sarısakal, M. N. ve Aydın, M. A. (2003). E-ticaretin yeni yüzü mobil ticaret. Havacılık ve Uzay Teknolojileri Dergisi, 1 (2): 83-90.
  • Scharl, A., Dickinger, A. ve Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic Commerce Research and Applications, 4 (2): 159-173.
  • Siau, K. ve Shen, Z. (2003). Building customer trust in mobile commerce. Communications of the ACM, 46 (4): 91-94.
  • Soroa-Koury, S. ve Yang, K. C. C. (2010). Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective. Telematics and Informatics, 27 (1): 103-113.
  • Tanakinjal, G. H., Deans, K. R. ve Gray, B. J. (2010). Third screen communication and the adoption of mobile marketing: a Malaysia perspective. International Journal of Marketing Studies, 2 (1): 36-47.
  • Trappey, R. J. ve Woodside, A. G. (2005). Consumer responses to interactive advertising campaigns coupling short-message-service direct marketing and TV commercials. Journal of Advertising Research, 45 (4): 382-401.
  • Tripathi, S. N. ve Siddiqui, M. H. (2010). An empirical investigation of customer preferences in mobile services. Journal of Targeting, Measurement and Analysis for Marketing, 18 (1): 49-63.
  • Tsang, M. M., Ho, S. C. ve Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8 (3): 65-78.
  • Usta, R. (2009). Üniversite öğrencilerinin mobil reklâmcılığa karşı tutumları. Doğuş Üniversitesi Dergisi, 10 (2): 294-309.
  • Wang, A. (2007). Branding over mobile and internet advertising: the crossmedia effect. International Journal of Mobile Marketing, 2 (1): 34-42.
  • Wais, J. S. ve Clemons, E. K. (2008). Understanding and implementing mobile social advertising. International Journal of Mobile Marketing, 3 (1): 12-18.
  • Wong, M. M. T. ve Tang, E. P. Y. (2008). Consumers’ attitudes towards mobile advertising: the role of permission. Review of Business Research, 8 (3): 181-187.
  • Xu, D. J. (2007). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. The Journal of Computer Information Systems, 47 (2): 9-20.
  • Xu, D. J., Liao, S. S. ve Li, Q. (2008). Combining empirical experimentation and modeling techniques: a design research approach for personalized mobile advertising applications. Decision Support Systems, 44 (3): 710-724.
  • Varnalı, K., Toker, A. ve Yılmaz, C. (2011). Mobile marketing fundamentals and strategy. New York: Mcgraw-Hill Companies Vatanparast, R. ve Butt, A. H. (2010). An empirical study of factors affecting use of mobile advertising. International Journal of Mobile Marketing, 5 (1): 28-40.
  • Yang, K. ve Jolly, L. D. (2006). Value-added mobile data services: the antecedent effects of consumer value on using mobile data services. International Journal of Mobile Marketing, 1 (2): 11-17.
  • Zhang, J. ve Mao, E. (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology & Marketing, 25 (8): 787-805.

2000-2011 Yılları arasında tüketicilerin mobil reklamlara olan tutumlarını incelemeye yönelik yapılan araştırmalar

Yıl 2013, Cilt: 15 Sayı: 1 , 11 - 28 , 01.02.2013

Nevin Altuğ Pınar Yürük

https://izlik.org/JA55ZJ57JN

Öz

Mobil telefon teknolojisindeki değişim ve mobil telefonların kullanımındaki hızlı artış, hem pazarlamacılar ve reklamcılar için, hem de araştırmacılar için tüketicilere ulaşmada yeni bir alan yaratmıştır. Bu nedenle, mobil telefonlar aracılığıyla yapılan pazarlama uygulamaları birçok araştırmaya konu olmuştur. Bu makale, “Tüketicilerin izinli reklamcılığı kabul edip etmedikleri, mobil reklamcılığın hangi türünü ya da türlerini benimsedikleri, mobil reklamların hangi içerik özelliklerinden daha çok etkilendikleri ve mobil reklamlara karşı nasıl bir tutum içinde olduklarını” ortaya koyan ilişkilerin literatürde yer alan teorik temellerini incelemekte ve ayrıca 2000-2011 yılları arasında gerçekleştirilmiş olan 44 ampirik araştırmanın bir özetini sunmaktadır.

Anahtar Kelimeler

Mobil Pazarlama Mobil Reklamcılık SMS MMS Bluetooth.

Kaynakça

  • Akbıyık, A., Okutan, S. ve Altunışık, R. (2006). Mobil Pazarlama Platformlarında İzinli Pazarlama Uygulamalarına Yönelik Tüketici Tutum ve Algılamaları Üzerine Bir Araştırma, 13. Ulusal Pazarlama Kongresi, 25-29 Ekim 2008, Nevşehir, Türkiye.
  • Balasubramanian, S., Peterson, R. A. ve Jarvenpaa, S. L. (2002). Exploring the implications of m-commerce for markets and marketing. Journal of the Academy of Marketing Science, 30 (4): 348-361.
  • Barutçu, S. (2007). Attitudes towards mobile marketing tools: a study of Turkish consumers. Journal of Targeting, Measurement and Analysis for Marketing, 16 (1): 26-38.
  • Barutçu, S. ve Öztürk Göl, M. (2009). Mobil reklamlar ve mobil reklam araçlarına yönelik tutumlar. Karamanoğlu Mehmetbey Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11 (17): 24-41.
  • Barwise, P. ve Strong, C. (2002). Permission- based mobile advertising. Journal of Interactive Marketing, 16 (1): 14-24.
  • Bauer, H. H., Barnes, S. J., Reichardt, T. ve Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research, 6 (3): 181-192.
  • Carroll, A., Barnes, S. J., Scornavacca, E. ve Fletcher, K. (2007). Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand. International Journal of Advertising, 26 (1): 79-98.
  • Chen, Y. ve Jin, X. (2010). Research on Influencing Factors of Consumer Willingness to Accept Mobile SMS Advertising. 2010 International Conference on Management of E-Commerce and E-Government, 23-24 Ekim 2010, Changchun, China, http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=5628719, (07.06.2010).
  • Choi, Y. K., Hwang, J. S. ve Mcmillan, S. J. (2008). Gearing up for mobile advertising: a cross- cultural examination of key factors that drive mobile messages home to consumers. Psychology & Marketing, 25 (8): 756-768.
  • Chowdhury, H. K., Parvin, N., Weitenberner, C. ve Becker, M. (2006). Consumer attitude toward mobile advertising in an emerging market: an empirical study. International Journal of Mobile Marketing, 1 (2): 33-42
  • Dickinger, A., Haghirian, P., Murphy, J. ve Scharl, A. (2004). An investigation and conceptual model of SMS marketing. Proceedings Of The 37th Hawaii International Conference On System Sciences, 5-8 Ocak 2004, Big Island, USA, http://www.keyana.ae/wp-content/uploads/An-Investigation-and-ConceptualModel-of-SMS-Marketing.pdf, (03.03.2010).
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36 (5): 21-35.
  • Haghirian, P. ve Madlberger, M. (2004). A cross-cultural analysis of perceptions of mobile advertising-a survey among Austrian and Japanese students. http://İs2.Lse.Ac.Uk/Asp/Aspecis/20060063.Pdf, (03.03.2011).
  • Haghirian, P., Madlberger, M. ve Tanuskova, A. (2005). Increasing Advertising Value of Mobile Marketing- An Empirical Study of Antecedents. Proceedings Of The 38th Hawaii International Conference On System Science, 3-6 Ocak 2005, Big Island, USA, http://İeeexplore.İeee.Org/Xpls/Abs_All.Jsp? Arnumber =1385296&Tag=1, (03.03.2011).
  • Haghirian, P., Madlberger, M. ve Inoue, A. (2008). Mobile Advertising in Different Stages of Development: A Cross-country Comparison of Consumer Attitudes. Proceedings Of The 41st Hawaii International Conference On System Sciences, 7-10 Ocak 2008, Waikoloa, USA, http://İeeexplore.İeee.Org/Xpl/ Freeabs_All.Jsp?Arnumber=4438752, (26.04.2011).
  • Hanley, M., Becker, M. ve Martinsen, J. (2006). Factors influencing mobile advertising acceptance: will incentives motivate college students to accept mobile advertisements?. International Journal of Mobile Marketing, 1 (1): 50-58.
  • He, D. ve Lu, Y. (2007). Consumers Perceptions and Acceptances towards Mobile Advertising: An Empirical Study in China. Wireless Communications, Networking and Mobile Computing, 2007. Wicom 2007. International Conference On (978-1-4244-1311-9), 21-25 Eylül 2007, Shanghai, China, http://İeeexplore.
  • İeee.Org/Stamp/Stamp.Jsp?Tp=&Arnumber=4340709778, (26.04.2011). Heller, N. E. (2006). Growth of mobile multimedia advertising. International Journal of Mobile Marketing, 1 (1): 41-49. Kaasinen, E. (2003). User needs for location- aware mobile services. Personal & Ubiquitous Computing, 7 (1): 70-79.
  • Karaca, Ş. ve Gülmez, M. (2010). Mobil pazarlama: kavramsal bir değerlendirme. Akademik Yaklaşımlar Dergisi, 1 (1): 69-81. Keshtgary, M. ve Khajehpour, S. (2011). Exploring and analysis of factors affecting mobile advertising adoption- an empirical investigation among Iranian users. Canadian Journal on Computing in Mathematics, Natural Sciences, Engineering and Medicine, 2 (6): 144-151.
  • Lee, C. C., Hsieh, M. C. ve Huang, H. C. (2011). The influence of mobile self-efficacy on attitude towards mobile advertising. Advances in Information Sciences and Service Sciences, 3 (3): 100-108.
  • Leek, S. ve Christodoulides, G. (2009). Next-generation mobile marketing: how young consumers react to bluetooth-enabled advertising. Journal of Advertising Research, 49 (1): 44-53.
  • Li, H. ve Stoller, B. (2007). Parameters of mobile advertising: a field experiment. International Journal of Mobile Marketing, 2 (1): 4-11.
  • Lu, Y., Deng, Z. ve Wang, B. (2007). An Empirical Study on Chinese Enterprises' Adoption of Mobile Services. Wireless Communications, Networking And Mobile Computing, Wicom 2007. International Conference On (978-1-4244- 1311-9) 21-25 Eylül 2007, Shangai, China, http://İeeexplore.İeee.
  • Org/Xpl/Freeabs_All.Jsp?Arnumber=4340672, (26.04.2011). Merisavo, M., Vesanen, J., Arponen, A., Kajalo, S. ve Raulas, M. (2006). The effectiveness of targeted mobile advertising in selling mobile services: an empirical study. International Journal of Mobile Communications, 4 (2): 1-15.
  • Merisavo, M., Kajalo, S., Karjalouto, H., Virtanen, V., Salmenkivi, S., Raulas, M. ve Leppäniemi, M. (2007). An empirical study of the drivers of consumer acceptance of mobile advertising. Interactive Journal of Advertising, 7 (2): 41-50.
  • Muk, A. ve Babin, B. J. (2006). U.S. consumers’ adoption nonadoption of mobile sms advertising. International Journal of Mobile Marketing, 1 (1): 21-29.
  • Muk, A. (2007a). Consumers’ intentions to opt in to SMS advertising: a cross-national study of young Americans and Koreans. International Journal of Advertising, 26 (2): 177-198.
  • Muk, A. (2007b). Cultural influences on adoption of SMS advertising: a study of American and Taiwanese consumers. Journal of Targeting, Measurement and Analysis for Marketing, 16 (1): 39-47.
  • Nasco, S. A. ve Bruner, G. C. (2008). Comparing consumer responses to advertising and non-advertising mobile communications. Psychology & Marketing, 25 (8): 821-837.
  • Nysveen, H., Pedersen, E. P. ve Thorbjørnsen, H. (2005). Intentions to use mobile services: antecedents and cross-service comparisons. Journal of the Academy of Marketing Science, 33 (3): 330-346.
  • Okazaki, S. (2004). How do Japanese consumers perceive wireless ads? A multivariate analysis. International Journal of Advertising, 23 (4): 429-454.
  • Okazaki, S. (2007). Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes and recall. Sex Roles, 57 (11/12): 897- 908.
  • Okazaki, S., Katsura, A. ve Nishiyama, M. (2007). How mobile advertising works: the role of trust in improving attitudes and recall. Journal of Advertising Research, 47 (2): 165-178.
  • Okazaki, S. ve Taylor, C. R. (2008). What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets. Journal of Business Research, 61 (1): 4-12.
  • Peng, B. (2006). Mobile marketing - the Chinese perspective. International Journal of Mobile Marketing, 1 (2): 50-59.
  • Peters, C., Amato, C. H. ve Hollenbeck, C. R. (2007). An exploratory investigation of consumers’ perceptions of wireless advertising. Journal of Advertising, 36 (4): 129-145.
  • Pousttchi, K. ve Wiedemann, D. G. (2007). Success Factors in Mobile Viral Marketing: A Multi-case Study Approach. Proceedings of the 6th International Conference on Mobile Business, 9-11 Eylül 2007, Toronto, Canada.
  • Rettie, R., Grandcolas, U. ve Deakins, B. (2005). Text message advertising: response rates and branding effects. Journal of Targeting, Measurement and Analysis for Marketing, 13 (4): 304-312.
  • Rohm, A. J. ve Sultan, F. (2006). An exploratory cross-market study of mobile marketing acceptance. International Journal of Mobile Marketing, 1 (1): 4- 12.
  • Roach, G. (2009). Consumer perceptions of mobile phone marketing: a direct marketing innovation. Direct Marketing: An International Journal, 3(2):124- 138.
  • Sağıroğlu, Ş. ve Bulut, H. (2009). Mobil ortamlarda bilgi ve haberleşme güvenliği üzerine bir inceleme. Gazi Üniversitesi, Mühendislik ve Mimarlık Fakültesi Dergisi, 24 (3): 499-507.
  • Saran, M. ve Seferoğlu, G. (2010). Yabancı dil sözcük öğreniminin çoklu ortam cep telefonu iletileri ile desteklenmesi. Hacettepe Üniversitesi Eğitim Fakültesi Dergisi, 2010 (38): 252-266.
  • Sarısakal, M. N. ve Aydın, M. A. (2003). E-ticaretin yeni yüzü mobil ticaret. Havacılık ve Uzay Teknolojileri Dergisi, 1 (2): 83-90.
  • Scharl, A., Dickinger, A. ve Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic Commerce Research and Applications, 4 (2): 159-173.
  • Siau, K. ve Shen, Z. (2003). Building customer trust in mobile commerce. Communications of the ACM, 46 (4): 91-94.
  • Soroa-Koury, S. ve Yang, K. C. C. (2010). Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective. Telematics and Informatics, 27 (1): 103-113.
  • Tanakinjal, G. H., Deans, K. R. ve Gray, B. J. (2010). Third screen communication and the adoption of mobile marketing: a Malaysia perspective. International Journal of Marketing Studies, 2 (1): 36-47.
  • Trappey, R. J. ve Woodside, A. G. (2005). Consumer responses to interactive advertising campaigns coupling short-message-service direct marketing and TV commercials. Journal of Advertising Research, 45 (4): 382-401.
  • Tripathi, S. N. ve Siddiqui, M. H. (2010). An empirical investigation of customer preferences in mobile services. Journal of Targeting, Measurement and Analysis for Marketing, 18 (1): 49-63.
  • Tsang, M. M., Ho, S. C. ve Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8 (3): 65-78.
  • Usta, R. (2009). Üniversite öğrencilerinin mobil reklâmcılığa karşı tutumları. Doğuş Üniversitesi Dergisi, 10 (2): 294-309.
  • Wang, A. (2007). Branding over mobile and internet advertising: the crossmedia effect. International Journal of Mobile Marketing, 2 (1): 34-42.
  • Wais, J. S. ve Clemons, E. K. (2008). Understanding and implementing mobile social advertising. International Journal of Mobile Marketing, 3 (1): 12-18.
  • Wong, M. M. T. ve Tang, E. P. Y. (2008). Consumers’ attitudes towards mobile advertising: the role of permission. Review of Business Research, 8 (3): 181-187.
  • Xu, D. J. (2007). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. The Journal of Computer Information Systems, 47 (2): 9-20.
  • Xu, D. J., Liao, S. S. ve Li, Q. (2008). Combining empirical experimentation and modeling techniques: a design research approach for personalized mobile advertising applications. Decision Support Systems, 44 (3): 710-724.
  • Varnalı, K., Toker, A. ve Yılmaz, C. (2011). Mobile marketing fundamentals and strategy. New York: Mcgraw-Hill Companies Vatanparast, R. ve Butt, A. H. (2010). An empirical study of factors affecting use of mobile advertising. International Journal of Mobile Marketing, 5 (1): 28-40.
  • Yang, K. ve Jolly, L. D. (2006). Value-added mobile data services: the antecedent effects of consumer value on using mobile data services. International Journal of Mobile Marketing, 1 (2): 11-17.
  • Zhang, J. ve Mao, E. (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology & Marketing, 25 (8): 787-805.
Toplam 59 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Yazarlar

Nevin Altuğ Bu kişi benim

Pınar Yürük

Gönderilme Tarihi 16 Ağustos 2014
Yayımlanma Tarihi 1 Şubat 2013
IZ https://izlik.org/JA55ZJ57JN
Yayımlandığı Sayı Yıl 2013 Cilt: 15 Sayı: 1

Kaynak Göster

APA Altuğ, N., & Yürük, P. (2013). 2000-2011 Yılları arasında tüketicilerin mobil reklamlara olan tutumlarını incelemeye yönelik yapılan araştırmalar. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 15(1), 11-28. https://izlik.org/JA55ZJ57JN

Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Aile Yılı Özel Sayısı Çağrısı
Sayı Editörü
Prof. Dr. NEBİYE KONUK KANDEMİR

Sevgili Araştırmacılar ve Değerli Yazarlar,
Aile, toplumun temel yapı taşıdır ve bireylerin gelişimi ile sosyal yaşamın şekillenmesinde kritik bir rol oynamaktadır. Aile yapıları ve dinamikleri, tarihsel, kültürel ve toplumsal faktörlerle şekillenirken, bu faktörlerin aile içerisinde yaşanan sorunları, ilişkileri ve güç dengelerini nasıl etkilediği büyük bir önem taşımaktadır. 2025 yılı "Aile Yılı" olarak ilan edilmesi, aile olgusunun daha geniş bir perspektiften ele alınmasını ve bu konudaki farkındalığın artırılmasını hedeflemektedir.
Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, "Cilt: 28 Sayı: Özel Sayı" olarak 2026 yılında yayımlanacak olan Aile Yılı Özel Sayısı'na yönelik makale çağrısında bulunmaktadır. Bu özel sayı, aile yapılarını, rollerini ve dinamiklerini inceleyen çalışmalara ev sahipliği yapmayı hedeflemektedir.
Aile ile ilgili çalışmalara olan ihtiyaç, yalnızca bireysel düzeyde değil, toplumsal düzeyde de açıktır. Son yıllarda, aile içi ilişkilerin sağlıklı bir şekilde sürdürülmesi, toplumsal cinsiyet eşitliği, kadın hakları, çocuk sağlığı ve eğitim gibi konular ön plana çıkmış, bu konularda yapılacak bilimsel araştırmaların önemi artmıştır. Aile Yılı Özel Sayısı'nın hazırlanması, bu kritik meselelerin sistematik bir biçimde incelenmesine ve topluma duyurulmasına olanak sağlayacaktır.
Bu özel sayı, aile dinamiklerini, ilişkilerini ve sorunlarını derinlemesine inceleyen, özgün ve yenilikçi çalışmaları bir araya getirerek, alanında önemli bir kaynak oluşturmayı hedeflemektedir. Ayrıca, uzmanların görüşleri ve çeşitli disiplinlerden gelen katkılar sayesinde, aile kavramına dair güncel bakış açıları sunulacak, toplumsal fayda sağlanacaktır.
Aşağıda, özel sayıda kabul edilebilecek (ama bunlarla sınırlı olmayan) güncellenmiş konular listesi yer almaktadır:

• Aile Yapıları ve Değişimi
• Geleneksel ve Modern Aile Rolleri
• Aile İçi İletişim ve İlişkiler
• Ailedeki Psiko-Sosyal Dinamikler
• Aile İlişkilerinde Kültürel Farklılıklar
• Evlilik ve Boşanma Dinamikleri
• Aile ve Çocuk Gelişimi
• Ebeveynlik Stilleri ve Çocuk Üzerindeki Etkileri
• Aile Ekonomisi ve Sosyal Politika
• Aileyi Etkileyen Toplumsal Değişimler
• Aile ve Eğitim İlişkisi
• Ailede Şiddet ve Koruma Mekanizmaları
• Aile İçi Sağlık ve Refah
• Kadınların Aile İçindeki Rolü ve Değişen Dinamikleri
• Kadın Hakları ve Aile İlişkileri
• Kadının Aile Üyeleriyle İlişkileri ve Güç Dinamikleri
• Ailede Cinsiyet Eşitliği
İki bağımsız anonim hakem tarafından değerlendirmeden geçecek makaleler, kabul edilmesi halinde, Aralık 2026'da yayımlanacak özel sayımızda yer alacaktır. Gelecek sayıların dolmuş olması ve süreçte makale yoğunluğunun bulunması nedeniyle dergimiz, özel sayı dışında makale kabulüne kapalıdır. Özel sayı dışında dergimize gönderilen makaleler iade edilecektir.
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